How rubber ducks helped to create the world’s best PR campaign
The goodyear PR campaign, launched in China, has been recognized as one of the world’s best – due to the humble rubber duck.
“The Goodyear Assurance TripleMax tire was designed to deliver significantly shorter braking distances, particularly when driving on wet roads,” said Ben Chao, vice president of marketing for Goodyear China.
“To introduce the tire to the market, Goodyear China launched the ‘Enjoy the Rain’ campaign and chose the iconic yellow rubber duck as the symbol for safer driving in wet conditions.” More than 1.3 million Goodyear-branded yellow rubber ducks were distributed to drivers in six major cities across China. By scanning a QR code on the rubber duck, audiences connected to a mobile website with information about the new tire.
The Goodyear campaign was anchored by an ‘Enjoy the Rain’ music video, and utilised a combination of new media channels including online video sites, a mobile site and radio broadcasting. The ‘Enjoy the Rain’ music video of a driver happily dancing in the rain with yellow rubber ducks was shared extensively on social media with more than 13 million views. Just shows what can be achieved with a little ingenuity!